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Engaging the Mommy Audience with Mommy Blogs


This is my presentation from the 2011 Healthcare Marketing Strategies Summit in Orlando, FL.

This is my presentation from the 2011 Healthcare Marketing Strategies Summit in Orlando, FL.

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  • BTH – Examples of a couple of comments from visitors to the blog
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  • BTH – Shows Twitter followers growing the first few weeks of the promotion
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  • 1. Engaging the Mommy Audience: Hospital Mommy Blogs
    Brooke Tyson Hynes, Tufts Medical Center
    Dan Dunlop, Jennings
    March 27, 2011
  • 2. Marketing to Moms
    Market “with” rather than market “to”
    Engage and allow for conversation
    Communicate shared values
    Must feel authentic
    Provide value via the relationship
    How do you enrich her life?
    Sense of community - belonging
  • 3. Social Networks & Psychology
    Social Networks: Supreme community building tools
    A gift (and a potential curse) to healthcare marketers
    The psychology of social networking:
    The importance of connecting; sense of community
    Allows one to create a more vivid personal brand
    Sense of empowerment
    Studies have shown that the brain reacts to social networking interaction as if they were in-person interactions (oxytocin hormone); Users get the same emotional benefit
    Heightened feeling of trust, empathy and generosity
  • 4.
  • 5. The Mommy Blog Phenomenon
    Deep South Moms Blog
    Organic and Green Mom Blog
    Mile High Moms
    A Mediocre Mom Blog
    Frugal Mom Blog
    American Muslim Mom Blog
    Snarky Mommy
    Crafty Mom Blog
    Single Mom Blog
    Agnostic Mom Blog
    Ninja Mom
  • 6. Understanding the Social Mom
  • 7. Why does your hospital use social media ? Is there strategic intent?
  • 8. Hive Marketing
    Bringing together individuals with a shared interest (moms, for example)
    Allowing them to share their passion
    In the case of brand advocates, giving them a forum to express their support
    Feeding them information that confirms their decision to support the brand
    Activating them when needed
  • 9. Important Vehicle for Segmenting Your Audiences
    You are not speaking to a homogenous group
    So to most effectively engage segments of your customer base, you can create vehicles that speak to them specifically
    “Social media will prove to be the nail in the coffin of the one-size-fits-all customer experience model.” Robert Wollan & Nick Smith
    Mommy blogs are exactly that kind of tool
  • 10. Building Up Equity for a Rainy Day
    “Green Stamps” analogy
    Market traditional services
    Circumvent traditional media when necessary
    Take messaging directly to audience, unfiltered
    Allow for conversation and engagement
  • 11. Twitter/Facebook/Blog Trifecta
    Power of using these in tandem
    Twitter’s ability to reach out
    Facebook’s positive character, storytelling ability and group-building capacity
    Blog: long-form storytelling; ability to establish a brand voice/personality
  • 12. Hospital Blogs
    Seattle Mama Doc
    Wendy Sue Swanson, MD
  • 13. Hospital Blogs
  • 14. Hospital Blogs
  • 15. Hospital Blogs
  • 16. Branded Facebook Page
  • 17. Hospital Blogs
  • 18. Hospital Blogs
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25. Merrimack Valley Moms
  • 26. Merrimack Valley Moms Blog
    How do we engage busy moms?
    Lowell General Hospital & Tufts Medical Center decided to start a mommy blog for the Merrimack Valley Region of Massachusetts.
    Recruiting bloggers via a Facebook contest
    The contest’s impact on Twitter and Facebook
    Building community: Mommy Blogger Brunch
  • 27. Merrimack Valley Moms
  • 28. Facebook Promotion
    Posted contest announcement to Facebook Wall:
    Looking for 4 local moms to serve as bloggers
    $250 prize and a position as a mommy blogger
    Month-long promotion
    Entries: write on our Facebook Wall and tell us why you’d be a great mommy blogger
    Extended the contest to heighten interest
    Selected 4 local moms and one employee of LGH
  • 29. Facebook Promotion
    Posted contest announcement to Facebook Wall:
    Lots of engagement during the contest
    Supporters of each of the blogger candidates would come to the site and voice their support
    Drove Facebook likes and Twitter Followers
    The announcement of the winners led to terrific press coverage
    Each blogger brought her own group of followers to our new community!
  • 30. Merrimack Valley Moms
    Spreading the word via area Facebook groups
  • 31. Merrimack Valley Moms
  • 32. Feature from Lowell General’s newsletter
  • 33. Mommy Blog Brunch
    Purpose: create community
    Encourage the moms to support one another
    Comment on each other’s blog posts
    Promote posts via Facebook and Twitter
    Teach mommy bloggers how to use Twitter
    Explain rules of engagement
    Distribute the posting schedule
    Video the moms for intro posts
  • 34.
  • 35.
  • 36. Rules of Engagement
    Keep it positive
    Write about your life experiences
    Avoid negatives – not here to critique local businesses
    Generally avoid healthcare as a topic
    Avoid becoming an expert
  • 37. Blog Mechanics
    Wordpress blog – very easy
    Post 4 to 5 times each week
    Moms submit word documents and photos
    Marketing team edits and posts entries
    We supplement with posts about local events and hospital events
    Guest bloggers from the hospital
    Marketing team approves comments
  • 38. Blog Mechanics
    Each new entry is posted to the hospital’s Facebook wall
    We Tweet a link to each new post (LGH and Tufts Medical Center)
    We created a hashtag to make it easy to follow the blog on Twitter (#mvmoms)
  • 39. Engagement & Results
    What we’ve seen so far (9 months):
    13,273 visitors
    Average 1,500 per month
    50 visitors per day
    15 hours per month to maintain
  • 40.
  • 41.
  • 42. Merrimack Valley Moms
    Examples of engagement
    on Facebook
  • 43. Results/Outcomes
    Community - made up of our target audience
    Vehicle for marketing service lines
    Vehicle for marketing our affiliation
    Press coverage – regional and industry-wide
    Developed a model that can be sustained
    Opportunity for year-round engagement
    Deepened relationship with target audience
    Enhanced social media presence across platforms
  • 44. Results/Outcomes
    LGH – now1,016Facebook followers
    786 Twitter followers
    Both grew significantly since contest started
    128 click throughs for more info about Floating Hospital for Children
    210 click throughs for more info about Lowell General Hospital
    Blog’s top referrers have been Facebook, LGH website and Twitter
  • 45. Merrimack Valley Moms
  • 46. Merrimack Valley Moms
  • 47. Merrimack Valley Moms
  • 48.
  • 49.
  • 50. What We Learned
    Succeeded in creating community
    Need to expand that community
    Bloggers vary in productivity
    Need additional bloggers to sustain momentum and keep interest
    Looking into a second contest to recruit more bloggers
    Challenge securing guest bloggers from hospital – adding health content
  • 51.
  • 52. Signature Healthcare
    In affiliation with Tufts Medical Center
    Brockton, Massachusetts
    Lost connection with the community
    Financial woes
    Leadership transition
    Suburban competitors
    Lack of marketing infrastructure
    No social media presence
  • 53. Overall Ad Campaign
  • 54.
  • 55. Supporting Print Ad
  • 56. Supporting Bus Ad
  • 57. Facebook Promotion & Engagement
  • 58. Facebook Promotion & Engagement
  • 59. Facebook Promotion & Engagement
  • 60.
  • 61.
  • 62. Blog Traffic
    • 1,154 visitors during first 6 weeks (contest period)
  • Blog Traffic
    • 2,999 visitors during first 11 weeks
  • Early Facebook Demographics
    • 204 Facebook fans during first 6 weeks (contest period)
    • 63. 25,160 post views, 252 post comments/likes
  • Rapid Twitter Growth
    • 328Twitter followers by end of contest
    • 64. 604updates
  • Measure of Online Influence
  • 65.
    • Daily News ReTweeted201times; 281 online views
    • 66.
  • 67.
  • 68.
  • 69. Questions:
    Should the mommy blog have its own Twitter feed?
    Facebook page?
    What are the opportunities to further build community in real life – in conjunction with the mommy blog? Events? Seminars?
    Should you allow advertising on the site?
  • 70. Other Types of Blogs to Engage Different Constituents
  • 71.
  • 72.
  • 73. Contact Information
    Brooke Tyson Hynes, Tufts Medical Center
    Twitter: @TuftsMedicalCtr
    Dan Dunlop, Jennings
    Twitter: @dandunlop & @JenningsHealth